College recruiting moves to the Web

Even before they arrived at Stony Brook University last year, about 1,200 entering students were already part of the college community. They joined Stony Brook’s Facebook group, getting to know the college and, at times, each other.

A dozen students write about their lives at the school on blogs linked to the institution’s Web site. And the Stony Brook bloggers recently launched another Facebook group.

Although just a few years ago blogging was uncommon at universities, about 30 percent of schools now use this high-tech way of keeping in touch to help recruit, according to Stefan Hyman, Stony Brook’s Web and electronic information coordinator.

Patricia Hausfeld, director of guidance for the Amityville School District, sees that as part of a trend toward more college contact via computer.

“We are seeing more [online] recruiting and correspondence,” she said of the move from face-to-face recruiting to e-recruiting via Facebook and the Web.

Stony Brook, with a tech-oriented curriculum, has been at the forefront of using blogging and e-recruiting to connect with prospects.

Tia Mansouri, a junior and member of Stony Brook’s honors college and scholars for medicine program, has blogged about election-night parties, donating blood and life in general.

“You can take the tour, but you’re not here on the night of the election,” she said. “You can’t see what’s going on. I try to talk about something different happening each week. Visually, I think it’s important to take videos.”

Matthew Whelan, Stony Brook’s assistant provost for admission and financial aid, said blogs help market and personalize the experience of being a student.

“Students go onto our Web site and navigate onto the bloggers’ page,” Whelan said. “They can get what it’s like to have a day in the life of a Stony Brook student.”

At least, judging by the numbers, prospective students like this way of getting to know colleges. Hyman said Mansouri and five other students’ blogs have been viewed 28,000 times since September.

The bloggers held half a dozen chats with about 270 students from India, Kenya, China and around the nation, ranging from California to Florida.

Stony Brook bloggers benefit as well, obtaining internship credit and in some cases they continue to blog as volunteers. They have become “cyber celebrities” of a sort.

“People are nice. They’ll say, ‘I laughed at your video,’ or ‘It’s well written,’” said Mansouri, who got internship credit and a small following for her blog.

Adelphi University in Garden City also has been using bloggers to talk about their life – warts and all. “We hope these blogs will offer a firsthand and uncensored student view of the true Adelphi experience,” said Christine Murphy, Adelphi’s director of admissions.

Whelan said Stony Brook also sets up online sessions for prospective students with current students in their field of study.

“We reach out to [high school students] through chats,” said Matthew Whelan, Stony Brook’s assistant provost for admission and financial aid. “They can log in and chat with other Stony Brook students and faculty [in their subject matter].”

Hofstra University taps social networking sites, posting open houses on Twitter at twitter.com/hofstrau and operating several Facebook accounts. But the school doesn’t browse Facebook pages to find out about prospects. “We do not use Facebook to check on students who have already applied to Hofstra,” said Hofstra Vice President for University Relations Melissa Connolly.

Although colleges still push for prospective students to visit the campus, they’re increasing Web presence, going where students already are – even holding online open houses and virtual visits.

“The Web is one of the primary vehicles we use to recruit and inform prospective students,” said Donald Resnick, Dowling College’s vice president for enrollment and student services.

“It’s a virtual tour of the campus,” Resnick said. “You walk through the pearly gates of Dowling College and see the academic, administrative structure, smart classrooms, computer lab, library, athletic facilities and the school of aviation.”

University sites encourage prospective students to participate in online chats with administrators, the dean of admissions, director of student services, faculty, students and alumni.

“This allows for prospective students outside the region and around the world to interact with institutions,” Resnick said. “You’re chatting back and forth.”

One comment

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About the Author

Claude Solnik covers healthcare, finance, and technology/energy for Long Island Business News.